Innovative Financial Indicators: Marketing ROI

Katalin Lipták, Noémi Hajdú (), Klára Szűcsné Markovics () and Zoltán Musinszki ()
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Noémi Hajdú: Institute of Marketing and Tourism, University of Miskolc
Klára Szűcsné Markovics: Institute of Business Economics, University of Miskolc
Zoltán Musinszki: Institute of Finance and Accounting, University of Miskolc

A chapter in Eurasian Business and Economics Perspectives, 2022, pp 137-147 from Springer

Abstract: Abstract Since return on investment (ROI) is an accounting ratio, there are innumerable variants both in the theoretical literature and in practice. In the ever-changing competitive environment of business, typical of our times, the cost of doing business has increased. In times of economic constraints, the cost of marketing activities is usually reduced. The lack of accountability has undermined the credibility of marketers. As a result, there has been a significant increase in the demand in the marketing field for concrete numerical data demonstrating the efficiency and effectiveness of marketing activities. We will use ROI as an example to show how a financial indicator with a history of more than one hundred years has evolved and been renewed. For this purpose, we have prepared an overview of the economic history and the history of management. Although it is a relatively simple indicator, its definition is subject to considerable uncertainty in some cases. One problem in marketing is that sometimes the return on marketing efforts cannot be clearly quantified, we can only estimate the ROI. If the determination of ROI is subject to uncertainties, it is worthwhile to perform parallel calculations.

Keywords: ROI; Marketing; Financial indicators; Return on marketing investment; ROMI (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/978-3-030-94672-2_9

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